14 Reasons Consumers Don't Convert
There are many reasons why a website visitor may not convert – from unclear copy and poor navigation to low-quality product images and a lack of details.
Since the list of reasons is long, it is important for website owners to continuously run tests on their digital properties. Doing so can help uncover elements that are causing friction, enabling site owners to take action to better optimize the path to conversion and overall customer experience. While analytics data is undoubtedly the best place to start when looking for testing opportunities, there are some general site elements that tend to cause friction across verticals and industries.